Natasa Sarcevic, Marketing and Innovation Director, Atlantic Stark – Do Everything with Your Whole Heart and You Can’t Go Wrong

(Natasa Sarcevic) Natasa Sarcevic, Marketing and Innovation Director at Atlantic Stark, is a marketing expert, experienced in the development and implementation of marketing strategies adapted to local and regional markets in the FMCG category. Before her current position, she performed the function of the director of research and development of Stark’s brands, which, as part of Atlantic Grupa, comprise the Sweet and Savory Strategic Business Area, and she recently received the Mark Awards acknowledgment in the category Superhero of the Year.

For eKapija, she reveals what this acknowledgment means to her, how challenging it is to venture into the development of the marketing and innovations of a brand such as Stark, what she is guided by in making decisions, but also which new features consumers can expect in the upcoming year – a year of big anniversaries.

– I am very proud that this prestigious Mark Awards acknowledgment was awarded to me, but I always point out that my “super hero” team is to be thanked for it. This recognition confirms that the changes on which we worked long and hard have become visible and recognized as positive, which only stimulates us to be even better and more impressive next year.

eKapija: Before working at the company Atlantic Stark, you worked at several well-known companies. How important was your previous experience for the current position?

– I have changed a lot of companies and I entered each one looking to give my best, to push boundaries and create results that are visible in the market. Today, I am proud of many brands which are selling successfully based on the platforms from the time when I was in charge of them, because, when you give it your best, results must follow, and I never stopped or gave up. Now, at Atlantic Stark, we are doing great things, with the support of the management and understanding for investments that are necessary in order to push boundaries. I would highlight the great results we have achieved with the brands Smoki and Bananica, and the brand Najlepse Zelje is yet to surprise you.

eKapija: The merging of the marketing and the development at a company of Atlantic Grupa rounded up the process of product development from the initial idea to the implementation in the market. How important is this?

– The product has always been the first “P” from which the marketing mix starts. However, today, it’s not enough to only have a good product that is trusted, but the consumer also expects constant upgrades of quality and fully new experiences. The marketing department knows what the consumer wants, R&D technologists know how to make those wishes come true, and, when you add to it the phenomenal advantage of Stark, which is that we are all together in one location, this merging was an entirely logical move. For me personally, leading a team with such varied professional expertise was one of the biggest turning points and challenges in my career. Today, I am proud of my choice and the team I lead, because, it they hadn’t been open to changes and willing to share their knowledge with me, there would be no such results. That is what makes them my “super hero” team.

eKapija: Stark is a brand that takes a special place for people from these areas. How challenging was it to you to venture into the development of marketing and innovations of one such brand?

– We inherited a treasure of several decades, brands which had been created by the generations behind us, as well as the responsibility to give them a new glow and to have them win the hearts of future generations by making the right moves. Najlepse Zelje, Smoki, Bananica, Menaz, Prima... all these are brands that numerous consumers from the entire region have been giving love and trust to for generations. It is not easy to take responsibility for their development, but is a great privilege. So, whenever it gets difficult, I refer back to my favorite motto – do everything with your whole heart and you can’t go wrong.

eKapija: What are you guided by when you’re making decisions on campaigns or innovations?

– The consumers’ wishes. We invest a lot in research and collecting data from the market, but also listen to what the consumers are saying on social networks and ask them for their opinions. We are open to calls and letters, we take them into consideration and we learn from them. Still, I would put our employees first. I have already pointed out how nice it is to work on brands you love, while at the same time having the opportunity to influence their development. That means that the small and big ideas of our employees are the biggest instigator of changes – Najlepse Zelje sticks covered with chocolate and filled with peanut cream, Bananica with two layers, one of which is cold, a Smoki packaging which looks like a bowl, Menaz buttons for an easier and more beautiful preparation of specialties, premium craft ice creams of favorite brands… are just some of the great ideas of our employees that have delighted our consumers.



eKapija: Can consumers expect something new when it comes to the expansion of the range of products?

– Of course, next year, we are celebrating important anniversaries – the 100th anniversary of Stark chocolates, and also, our eternally young Smoki is celebrating its 50th birthday. The plan is for the next year to be a year of innovations on our biggest chocolate brand, Najlepse Zelje. In preparations for the anniversary, in 2021, we launched a state-of-the-art line for chocolate casting, which has enabled us to upgrade all our chocolates and offer innovations custom made for even the most particular aficionados. As the year draws to an end, we are launching the first innovations – we have launched two multilayer chocolate flavors – Carobna Djanduja and Zimski Kolacic, and next year, we will launch even more impressive steps, with which we are readily entering our new 100-year period. We are also preparing big innovations on our brand Smoki and we have decided for this brand, which is synonymous with the flips category in our region, to push boundaries and enter some new segments on its 50th birthday.

eKapija: Are new investments in the production process planned in the upcoming period?

– Pushing boundaries and implementing innovations is of key importance and is one of the strategic orientations of Atlantic Stark, which is why we are intensively preparing projects for a new growth in all categories and observing the entire region as our field, where we meet very strong players, but we have an important advantage of Atlantic’s distribution. We will continue to strengthen key brands, and, through investments in the upgrade of the production process, we are entering a more innovative development of cookie and waffle categories.

Atlantic Štark d.o.o. Beograd

Nataša Šarčević

Mark Awards acknowledgment

Smoki

Bananica

Najlepše želje

Menaž

Prima

Najlepše želje sticks covered with chocolate and filled with peanut cream

Bananica with two layers one of which is cold

Smoki packaging which looks like a bowl

Menaž buttons for easier and more beautiful preparation of specialties

Čarobna đanduja

Zimski kolačić